Chapter 1: Introducing Employer Branding: Potential for the Hospitality and Tourism Industry -- Introduction -- Background -- Employer Branding: A Different Approach -- Employer Branding Advantages -- Importance of Employer Branding -- Process and Involvement in Employer Branding -- Next Step in the Process -- What is Next? -- Stronger Employee Engagement -- Implementing Employer Branding in the Hospitality and Tourism Industry -- Examples of Employer Branding in the Hospitality and Tourism Industry -- Chapter 2: Employer Branding - A Historical Perspective -- Introduction -- Origins of Employer Branding -- Use of the Term Employer Brand -- Managing an Employer Brand and Talent -- Finding and Keeping Talent -- How Micro-Managing can Negatively Impact an Employer Brand -- Impact of Employer Branding -- Employer Branding in the Hospitality and Tourism Industry -- The Importance of Alumni in Employer Branding -- Chapter 3: Sustainability and Employer Branding -- Introduction -- Sustainability -- Sustainability in the Hospitality and Tourism Industry -- Sustainable Human Resources Management -- Diversity and Inclusion -- Examples of CSR in the Industry -- Conclusions -- Chapter 4: Hospitableness in Human Resources Management -- Introduction -- Background -- Hospitality and Hospitableness -- Hospitableness in HRM -- Example from Practice -- Servant Leadership in HRM -- A Vision on HRM in the Hospitality and Tourism Industry -- Practices of Hospitableness in HRM -- More Hospitableness Examples from the Industry -- Negative Cases Where H& -- H in HRM Seems Absent -- Inner Work-Life Balance -- Conclusion -- Chapter 5: Pelican Hotels & -- Resorts' Considerations for the Future -- Introduction -- Background and Profile.

Further Developing the Brand -- Next Phase -- Internal-External Brand Alignment -- More to Deal With -- Brand Strategy Effectiveness -- PHR's Diversity Stand -- Management Commitment to Diversity -- Teamwork Culture -- Conclusion -- Chapter 6: Employees as the Brand: Internal Marketing at the Sanctuary Hotel -- Introduction -- Background -- Organisation Identity and Branding -- Internal Branding -- Talent Management and Phases of Life -- Conclusions -- Phases of Implementing Internal Branding at the Sanctuary Hotel -- Chapter 7: Culture Influencing Employer Branding -- Introduction -- Background -- Culture Differences and Hofstede -- Other Comparisons of Cultures -- Cultures Netherlands and Thailand Compared -- Individual Employee Cultural Differences and Case Study -- Alignment of Employees' Perceptions with the Employer Intentions -- Employees' Employer Brand Perception and Cultural Differences -- Suggestions for the Hotels -- Chapter 8: Developing Employer Branding in Pegasus Hotel -- Introduction -- Background -- Recognising and Retaining Talent -- Employer Branding and EVP -- Finding Out About Employer Branding and the EVP in the Pegasus Hotel -- Results: Employer Branding and EVP in the Pegasus Hotel -- Recruiting Employees and Recognising Talent -- Discussion of the Important Questions -- Final Conclusions for the Pegasus Hotel -- Chapter 9: Great Place to Work® -- Introduction -- Background -- Good Employer Branding -- OCB and Psychological Contract -- Great Place to Work® -- Trust is the Key Factor -- Criteria GPTW® Best Workplaces -- Examples of GPTW and Employees' Narratives -- Investors in People -- Conclusions -- Chapter 10: Human Capital a Reality Check -- Introduction -- Education and Training Key to Success -- Training and Development Financing -- The Value of Formal Diplomas and Degrees.

Education Level in the Industry Now and in Three Years -- Connection Between Education and Work -- Companies' Capacity to Develop Employees -- Employability -- Education Needs for the Hospitality and Tourism Industry -- Competences that Should be Present in Any Education or Training Programme -- Chapter 11: SMEs and Finding Well-educated Candidates -- Introduction -- Background -- Recruitment -- Characteristics of SMEs -- Different HR Practices in SMEs -- Case Study of SMEs -- Conclusions from the SME Interviews -- Recommendations for SMEs -- Chapter 12: Employer Branding Through Social Media and Websites -- Introduction -- Communicating the Employer Profile Online -- Social Media Recruitment -- How to Use Social Media -- Benchmarking Exercise -- Overview of Results -- Conclusions -- References -- Index.